Coffee City
Melissa Allison follows the world's biggest coffee-shop chain and other Seattle caffeine purveyors.
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Schultz tells Business Week why 15th Avenue Coffee and Tea isn't called Starbucks
Posted by Melissa Allison
Starbucks CEO Howard Schultz tells Business Week that its new 15th Avenue Coffee and Tea store on Capitol HIll isn't called Starbucks because it sells beer and wine. Hmm. Really?
He also raves about Molly Moon's Homemade Ice Cream, which happens to carry a Vivace coffee flavor.
In the article, Susan Berfield writes that Schultz wants it all: "Starbucks must be powerful and benevolent, respected and passionate, ubiquitous and imaginative. There is no point telling him that no big corporation, certainly not one with some 16,000 stores in 50 countries, has ever found such a balance. He simply doesn't buy it."
Copyright © 2009 The Seattle Times Company
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